Japan Tourism was looking to increase awareness of its diverse offering and drive database acquisition. So we developed a new way to discover Japan by flipping the conventional method travellers plan their holidays.
58,885 unique entries
Average page time of 3m 49s
61% conversion rate
50,468 new email subscribers
107,737 page views
5,826 new social followers
Davey Award Gold
Marcom Award Platinum
Agency → Circul8
Copywriter → Matt Koo
Developer → Matt Stone
Product Manger → Janine Googan
When you're looking for stuff to do on holiday, the travel industry typically sorts them by categories like shopping or outdoors.
But, we think about travel differently, like "today I want to do something adventurous" or "tomorrow I want to take it easy."
What we're actually doing is unconsciously planning our holidays another way entirely, by pace.
The Discovery Dial lets travellers explore Japan in a new way. A single dial controls the interface and filters experiences from slow to fast, changing how you plan your next adventure.
The campaign included a suite of paid media across YouTube, Facebook, Instagram and digital display.